William Baxter
(He/Him)
As seen in:
Flippa,
The Tech Report,
Ipswich Star,
CoolTechZone,
Redbrick (University of Birmingham),
Bury Mercury
Covers:
I cover technology, cybersecurity, online privacy, VPNs, consumer tech, fintech, SaaS, AI, developer tools, iGaming, crypto, health and wellness, digital products, fashion, and B2B technology.
Doesn't Cover:
I don’t like to rule much out. My main focus is technology, cybersecurity, VPNs, AI, fintech, SaaS, crypto, iGaming, & digital products, but I’m open to working on anything. Reach out and let's chat.
Interview
What was your first job as a journalist?
My first role in journalism was with the Ipswich Star and East Anglian Daily Times after completing my journalism degree. It was a great introduction to the industry, covering everything from local news and community stories to business and events. Working in a fast-paced newsroom taught me the fundamentals of reporting, interviewing, fact-checking, meeting tight deadlines, and writing for a wide range of audiences.
Have you ever used a typewriter?
No, I’ve never used a typewriter. I started out in journalism just as digital publishing was becoming the norm, so my experience has always been with computers, content management systems, and online newsrooms. That said, I have a lot of respect for the journalists who had to work without spellcheck, Google, or the ability to instantly update a story after publication.
How is social media changing news?
Social media has fundamentally changed how news is discovered, consumed, and shared. For many people, platforms like X, LinkedIn, TikTok, Reddit, and YouTube have become the first place they encounter a story rather than a publication’s homepage.
The biggest change is speed. News now breaks in real time, often through eyewitnesses, experts, or companies themselves. At the same time, that speed creates challenges around verification, misinformation, and context. Journalists are increasingly expected not only to report stories but also to explain them, fact-check claims, and engage directly with audiences.
Social media has also shifted the focus from simply publishing articles to building communities and conversations around journalism. The publications that perform best today are often those that can combine trusted reporting with strong audience engagement across multiple platforms.
Who's your favorite fictional journalist?
One of my favourite fictional journalists is Olly Stevens from Broadchurch, played by Jonathan Bailey. He starts out as an ambitious young reporter chasing stories, but throughout the series you see him learning some of the difficult lessons that come with journalism, accuracy, responsibility, ethics, and the impact reporting can have on real people. As someone who started out in local journalism, I always found that side of the character particularly relatable.
What does it mean to be a journalist?
To me, being a journalist means helping people understand the world around them. It’s about asking questions, verifying facts, challenging assumptions, and turning complex information into clear, accurate, and accessible stories. Good journalism isn’t just reporting what happened—it’s providing the context people need to understand why it matters and what it means for them.
What's the funniest news-related #hashtag you've seen?
I can’t think of one specific hashtag that stands out, but I’ve always enjoyed the accidental humour that appears when serious news collides with internet culture. Some of the best hashtags are the ones that start as genuine news discussions and quickly take on a life of their own through memes, jokes, and people finding creative ways to interpret them.
How do you prefer to be pitched on stories?
I’m always happy to hear from PRs, founders, agencies, and industry experts. Email is usually best, and I’m particularly interested in stories covering technology, AI, cybersecurity, privacy, cloud computing, enterprise software, consumer tech, fintech, and digital culture. Even if a pitch isn’t an obvious fit, I’m always open to a conversation and will do my best to point people in the right direction.
What tools and software do you use to do your job?
My toolkit has changed quite a bit over the years. Today, I regularly use AI tools such as ChatGPT, Claude, Gemini, and Perplexity for research, brainstorming, fact-checking support, and workflow automation. On the SEO side, I work with platforms including Ahrefs, Surfer SEO, Google Search Console, Google Analytics, Semrush, and Screaming Frog to understand search trends, content performance, and audience behaviour.
For day-to-day work, I spend a lot of time in Google Docs, WordPress, Confluence, Slack, Notion, Asana, and Git-based documentation environments. Ultimately, though, the most important tools are still curiosity, critical thinking, and a healthy dose of scepticism when reviewing information online.
What's your favorite social network?
I’m not particularly attached to social media, but if I had to choose one, it would probably be Instagram. I like that it’s a bit less noisy than some other platforms and lets me keep up with friends, travel, food, and creators I enjoy following. Most of my time online is still spent reading, researching, or writing rather than scrolling.
Who do you wish followed you?
I'd love to have more people in the tech space following my work. Creators and communicators such as Marques Brownlee (MKBHD), TechSpurt, and others who do a great job of making complex technology accessible to wider audiences have always been an inspiration. More broadly, though, I enjoy connecting with anyone who is passionate about technology, AI, cybersecurity, privacy, and the future of digital innovation.
Why did you become a journalist?
I became a journalist because I’ve always loved writing and had a genuine interest in both local and global events. I enjoyed the challenge of understanding what was happening in the world and then explaining it in a way that people could easily understand. Over time, that interest evolved into a focus on technology and cybersecurity, where I found a niche covering the innovations, challenges, and stories shaping our digital lives.
Did you work for your high school newspaper? If so, what did you do there?
No, my school didn't have a newspaper. My first opportunities to develop those skills came later through my journalism degree and by writing for online publications such as GiveMeSport. Those early experiences gave me a chance to learn the basics of researching, writing, meeting deadlines, and writing for a real audience before I moved into professional work environments.
What story are you most proud of writing or working on?
One project I’m particularly proud of was my work covering the rapid growth of the AI industry for TechReport. I edited and fact-checked dozens of articles on topics ranging from OpenAI, Nvidia, and Google to AI infrastructure, cybersecurity, privacy, and digital policy.
What I enjoyed most was taking fast-moving, highly technical developments and helping turn them into clear, accurate, and accessible stories for a wider audience. It required balancing speed with thorough fact-checking, often across complex subjects where the details mattered. The experience strengthened my ability to work across emerging technologies while maintaining high editorial standards.
What advice can you offer to aspiring journalists?
Write as much as you can, stay curious, and don't be afraid to start small. The fundamentals still matter! Asking good questions, checking facts, meeting deadlines, and learning how to tell a story clearly. I'd also recommend developing expertise in a specific area. The industry is crowded, but becoming the person who understands a particular topic, whether that's technology, business, politics, sport, or something else, can make you invaluable. Most importantly, be adaptable. Journalism is constantly evolving, and the best journalists evolve with it.
When's the best time to pitch you?
Anytime. I'm all eyes and ears!
What's the best pitch you ever got?
The best pitches are usually the simplest ones. A clear subject line, a concise explanation of why the story matters, and ideally some original data, expert insight, or a unique angle. The pitches that stand out aren't necessarily the flashiest—they're the ones that immediately make you think, "That's interesting, and my audience would care about it."
What's the worst pitch you ever got?
There's no such thing as a bad pitch (and if there is, I won't share it here.)
What's your favorite drink?
It depends on the day. At the weekend, I'd happily take a spiced rum and Coke, preferably somewhere overlooking the Ocean in Lanzarote. During the week, though, it's usually a cold, full-fat Coca-Cola. Sometimes the simple options are the best ones.
When you're not at a computer, where are you most likely to be?
When I’m not behind a screen, you’ll usually find me exploring Lanzarote. That often means trying a new restaurant, revisiting an old favourite, or spending a few hours by the beach. Living on the island is a good reminder to step away from the news cycle every now and then and enjoy some sunshine, good food, and a slower pace of life.
Aside from your own, what's your favorite publication to read?
I regularly read both TechRadar and Tom’s Hardware. TechRadar does a great job of making technology accessible to a broad audience without losing sight of the details, while Tom’s Hardware consistently delivers some of the strongest coverage of PC hardware, AI infrastructure, semiconductors, and emerging technology. Together, they offer a good balance of consumer-focused reporting and deeper technical analysis.
What's the most common misperception about your beat?
One of the biggest misconceptions about covering technology is that it’s all about gadgets and product launches. While those stories have their place, the most interesting technology reporting is often about the wider impact of technology on people, businesses, privacy, security, and society. Whether it’s AI, cybersecurity, digital rights, or online safety, the real story is usually less about the technology itself and more about how it changes the way we live and work.
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